Reborn Dore – Old Dore Mistakes

Since Dore went into worldwide bankruptcy in 2008, a new Dore has risen from the ashes. It still offers the same range of treatments for about the same price. Unfortunately, it is still using the same unethical sales techniques.

Last month, the Advertising Standards Authority (ASA) ordered Dynevor Ltd, the company behind Dore, to remove an advert from Google’s Ad Words programme. The advert read:

The DORE Programme … Need help with Dyslexia, ADHD, Dyspraxia or Asperger’s?

The ASA upheld a complaint that the advert breached several clauses of the ASA’s regulation including 3.1 (Substantiation), 7.1 (Truthfulness) and 50.1 (Health and beauty products and therapies) and stated:

… in the absence of any qualifying text to the contrary, that consumers were likely to understand the claim “Need help with Dyslexia, ADHD, Dyspraxia or Asperger’s?” to mean that the DORE programme could help treat the named conditions. We also considered that we would need to see robust, scientific evidence to support the claim.

I will tell anyone who will listen that the Dore programme worked for me. Within three months of starting the programme my hand-writing and spelling started to improve and I have seen continual improvement in the five years since finishing the programme. The hypothesis that an underdeveloped cerebellum is a major cause of learning difficulties has strong evidence supporting it.

However, anecdotal evidence such as mine and a good theory do not constitute proof that a treatment is effective.

The old Dore’s failure to deliver overwhelming scientific evidence for his treatment coupled with an approach to selling that was not whiter-than-whiter alienated many potential supporters and customers. It seems that the new Dore has not learnt this lesson.